Commercial leader, FMCG expert and growth strategist

Overview

Sian Leonard is a seasoned commercial leader with more than 20 years of senior experience across FMCG, pharmacy, foodservice and e-commerce, both in New Zealand and internationally. Known for turning around underperforming businesses and unlocking growth others miss, she brings a rare 360-degree view of how products, brands and channels actually win on shelf.

Who is Sian Leonard? Sian's career has spanned CEO, GM, National Sales Manager and Senior Category Manager roles across some of New Zealand's most recognised consumer brands. She is currently Commercial Sales Manager at Heilala Vanilla, leading its go-to-market sales and marketing strategy. Previously, as General Manager of Growth and Strategy at plant-based food business Grater Goods, she led the first plant-based deli and chilled meat range into NZ supermarkets and pioneered the category alongside traditional meat aisles.

Career Highlights • 20+ years in senior FMCG, pharmacy, foodservice and e-commerce roles • Commercial Sales Manager at Heilala Vanilla, NZ's iconic vanilla exporter • Former General Manager, Growth & Strategy at Grater Goods • Pioneered the first plant-based deli and chilled meat range in NZ supermarkets • Track record across CEO, GM, National Sales and Category Management roles • Specialist in supplier and trade agreement negotiations across global markets

Key Speaking Themes • Going to market: sales, distribution and shelf strategy • Building brands in FMCG, foodservice and grocery • Category creation and challenger growth strategies • Plant-based, premium and ethical consumer trends • Women in commercial roles and FMCG leadership

What Your Audience Will Gain Sian is sharp, hands-on and refreshingly honest about what really moves product. Audiences leave with practical insights on category strategy, retailer negotiations and how to turn brand ambition into commercial reality.

Ideal For • FMCG, retail and grocery conferences • Sales kick-offs and commercial strategy days • Food and beverage industry events • Women in business and women in leadership forums • Industry awards nights and panels

Frequently Asked Questions...

What does Sian Leonard speak about? FMCG, sales and commercial strategy, brand-building in grocery, plant-based and premium consumer trends and women in commercial leadership.

What industries has Sian Leonard worked in? FMCG, pharmacy, foodservice and e-commerce, in New Zealand and international markets.

What is Sian Leonard's current role? Commercial Sales Manager at Heilala Vanilla, leading the go-to-market sales and marketing strategy.

What is Sian Leonard best known for? Pioneering NZ's first plant-based deli and chilled meat range at Grater Goods and her broader track record of turning around underperforming categories.

What makes Sian Leonard's style distinctive? Her 360-degree commercial perspective, hands-on negotiating experience and ability to uncover opportunities others miss.
Is Sian Leonard available for keynotes and panels? Yes. Sian is available for keynotes, panels and workshops at FMCG, retail, food and women in business events.